Time Cafe, 2nd floor.

Doudou has a weekend holiday, doesn't write homework, and devotes himself to computer games.

Song Weiyang closed the doors and windows and sat next to the bench...... Call: "Our production technology upgrade has not yet been completed, and we also need money to develop the pure water market." We can't fight a channel war with Pepsi, we can't afford it, we don't have that much cash!"

"The feedback from dealers is very bad, forcing us to cash rebates," Yang Xin said, "Pepsi is too ruthless, cash rebates can make the dealers' capital chain more stable, the choice of buying and selling goods is more flexible, and dealers are happy to death." If we don't respond properly, I'm afraid that Pepsi will snatch up a lot of distributors. ”

"Has Coca-Cola reacted?" asked Song Weiyang.

Yang Xin said: "Coca-Cola, there is no movement at all, I don't know what is being planned." ”

Song Weiyang pondered for a moment and said, "Let's start speeding up the construction of the direct sales network." Of course, the dealer side can't give up, direct sales and distribution do it together. ”

Direct selling is a kind of sales method, not a flood beast, but later it was discredited by some people who sell health care products.

Factory — consumer, which is direct selling.

Factory-retailer-consumer, which can also be broadly classified as direct selling.

Historically, Pepsi began to play channel stimulus strategies in the mid-90s, stealing many Coca-Cola distributors in China, and distributors in some provinces even collectively invested in Pepsi. This forced Coca-Cola to be overwhelmed, and forced to frantically develop a direct sales network, with goods shipped directly from factories to schools, supermarkets, restaurants, and other places.

Yang Xin said: "We have been doing the construction of the direct sales network, and we have done the best in Beijing and Shenghai at present, but I am afraid that other cities will have to develop slowly." ”

"I can't tell you on the phone, I want to start a channel construction plan in advance," Song Weiyang said, "Convene a meeting of the planning department, the publicity department, the sales department and the logistics department, and I can rush back tomorrow morning." ”

"Okay, we'll wait for you. Yang Xin said.

Song Weiyang hung up the phone and pushed the door out, Doudou looked up and asked, "Uncle, are you going on a business trip again?"

"Well, I'll be back in a few years. Song Weiyang said.

Lin Zhuoyun estimated that she was studying in the library at the moment, and Song Weiyang went downstairs and said to Lin Wanzi: "Sister, you tell Zhuoyun and ask her to help me ask for leave." ”

"Asking for leave again?" Lin Wanzi said in surprise.

In the afternoon of the same day, I took a plane to Rongcheng, and then took a car back to the company's headquarters, and Song Weiyang had already written the plan halfway.

"Chairman!"

"Boss!"

“……”

The heads of the planning department, the publicity department, the sales department and the logistics department, as well as the general manager Yang Xin, were all there, and when they saw Song Weiyang appearing, everyone got up to greet him.

"All sit down!"

Song Weiyang said with a smile: "Pepsi's strategy of using cash rebates to stimulate channel providers is indeed very clever, and it caught us and Coca-Cola off guard. We can't afford to deal with it head-on because we don't have that much money. Today, I want to talk about our new sales strategy, which is called 'Key Customers and 101 Plan'!"

The people listened attentively and refused to miss a word.

Everyone in the society knows that Song Weiyang is a marketing master, he has never missed, and now he wants to listen to the chairman's new channel sales strategy.

Song Weiyang grabbed the small blackboard and quickly wrote a few lines with chalk.

"After nearly three years of development, Xifeng has built more than 160 sales branches in various places," Song Weiyang said with a smile, "These sales branches are laying the foundation for my new plan, and now they can finally show their blades!"

Including Yang Xin, everyone's spirits were lifted, and it turned out that the chairman began to lay out three years ago!

"I divide the new sales channel into three lines," Song Weiyang said, pointing to the blackboard, "The first line is key customers." Now there are more and more large supermarkets and large shopping malls, which can be listed as key customers, and the sales department is asked to set up a 'key customer group', and each sales branch is responsible for key customers. We have to take the initiative to get in touch with those key customers directly, and then the sales branch connects the key customers and factories, and the products in the factory are directly transported to supermarkets and shopping malls, and directly cooperate with retailers, omitting the distribution link!"

"The second line is the regional distribution partner, and the underwriting agents must be completely eliminated, and even the agents at the city and county level must not be left. What are the regional distribution partners? They are responsible for developing retail customers, contacting us when they get orders, and shipping directly from the factory to the retailers. These regional distribution partners are our precinct salesmen, not traditional dealers. I call it the '101 Plan', with two Ones representing the Factory and Retailer, and one O representing the Regional Distribution Partners, as well as the absence of traditional distributors. ”

Song Weiyang said: "These two lines are to eliminate traditional dealers and agents and achieve channel sinking. As long as we can do it, we can control the market and not be constrained by dealers as we are now. Of course, it is difficult to do, and we also have to set up storage centers in various places, which is also a big investment. ”

"The third line is to go through the wholesale channel, that is, the traditional distribution channel. This is a channel supplement, willing to continue to cooperate with our dealers, then continue to cooperate, if you are not willing to then please get out!"

"Including iced tea, purified water, and canned food, they have to do this! If there is an underwriting contract, their regional agency rights will be cancelled when the contract expires. ”

"The sales department has a lot of tasks, but as long as the performance is done well, your bonus is also the highest. There is also the logistics department, your task is also heavy, and when the warehousing centers are established, you must contact the local transportation companies and carry out long-term cooperation with them. ”

"For the specific implementation steps, I have asked people to print them out, and it is forbidden to spread them for half a year. ”

"Yes, there is. Postpone the production and marketing plan of fruit juice drinks and instant noodles, concentrate funds to build a storage system, and find bank loans when the money is insufficient. Lao Yang, I know you're thinking about going public, but the listing plan will also be postponed. Because the establishment of a warehousing system will inevitably make Xifeng's debt ratio extremely high, and the securities regulatory department will definitely not pass Xifeng's IPO review. ”

"As for Pepsi Cola's current forced palace, the publicity and planning departments should take action and engage in more publicity and promotional activities. Don't reduce the price again, buy three bottles and get one bottle free, it will definitely attract customers, and you will do it when you encounter a festival, although the National Day has passed, you can find a festival by yourself. If you don't have a festival, you have to make a festival, isn't this the Chung Yeung Festival soon? Just find an excuse to do promotions. ”

"In addition, all the Cokes produced in the next three months will be sold with prizes. One more bottle, another bottle, and the median rate is set to 60%. Sales have gone up, and some dealers have made money, and many of them will not take the risk of selling Pepsi alone. ”

"Alright, adjournment. I have to rush back to school to attend classes, and General Manager Yang is solely responsible for the specific implementation!"

Song Weiyang came in a hurry and left in a hurry, but the company executives in the conference room blew up.

At present, China's large private enterprises are using the regional agent system, among which the beverage food and health care products industry is the most typical. This method can quickly roll out channels and quickly occupy the market, which is the optimal solution and is deeply loved by private entrepreneurs.

Song Weiyang not only wants to eliminate the agents, but also weakens the dealer group, which is also too risky and somewhat thankless.

But what if it succeeds......

Everyone here is very excited, although it is very difficult now, but as long as it is successful, Xifeng Company can stand.

Yang Xin smiled bitterly to hide the excitement in his heart, and said, "The chairman is trying to exhaust me." He stood up and said, "All departments recommend excellent employees, and many new positions will be added soon, and it is time to promote these excellent employees." ”